Relentless march of soft drinks giant

16 November, 2007

ByLaura Clark

Coca-Cola Enterprises is ploughing more than £10 million into non-Coke product launches and advertising campaigns.

Its energy drink Relentless will be extended with

a new 50 per cent juice variant which has been developed after research showed that consumers wanted a more natural-tasting energy drink. A £5 million marketing spend will include sponsorship deals and a programme of sampling at action sports, motorbike racing and rock music events in a bid to target men aged 18 to 40.

Performance controller Sarah Mitchell said: "Sports and energy remains the fastest growing sector in soft drinks and is growing at

21.2 per cent, with CCE performance drinks growing by 66.2 per cent.

"We expect great tasting Relentless Juiced to attract consumers from morning coffee or juice occasions, as well as offering existing energy drink shoppers a product which could increase the frequency of their energy drink consumption."

The roll out of new Fanta Still will be backed by a £3.75 million TV and press ad campaign that aims to attract lapsed Fanta fans who have moved into still drinks. Containing real fruit juice, it will hit shelves from the end of February in Orange Citrus and Orange Tropical flavours.

Powerade is getting a new orange flavour in a bid to bolster Coca-Cola's presence in the sports drinks category. The company will run a £1.5 million campaign early next year, giving consumers the chance to try the brand for free by claiming money back on a bespoke microsite.

The Try Me Free campaign will feature on 4 million Powerade bottles in Berry & Tropical Fruits, Cherry and Orange flavours, and will be backed by TV, outdoor and online ads, sampling, PR activity and in-store POS.

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